The thigh’s the limit with this new advertising tactic. Image from HuffPo

Young women in Tokyo, Japan, are earning a little extra cash by taking part in the new trend for ‘body advertisement’, in which they become walking billboards for new products.

Public relations consultant Hidenori Atsumi “spotted the potential” in body advertisement and realised that adverts placed on people’s legs could attract a huge amount of attention as they walk around the city.

The women – who must be aged 18 and over to take part in the body advertisement concept – walk around central Tokyo for eight hours each day with images advertising products or promos for music groups painted onto their thighs.

Mr Atsumi encourages his walking advertisements to dress in short skirts and long socks so as to best display the images. “It’s an absolutely perfect place to put an advertisement as it is what guys are eager to look at and girls are okay to expose,” he told Metro newspaper.

As well as meeting the minimum age requirement, the models must also have “at least” 20 connections to other people on social networking sites in order to qualify to be one of the walking advertisements.